Multi-channel branding fits the way consumers shop today

The lure of the Internet is that it’s a quick one-stop marketing solution — search, display, web site, conversion, sale — that puts a business within reach of the majority of U.S. shoppers.

This easy lure can obscure the value of creating a multi-channel brand, using multiple media and marketing messages, in order to stay prominently in the mind of consumers who are using different sources to research and buy.

The research shop MarketTools conducted a survey for ATG to look at how consumers used different channel to research and purchase products or services.

Almost one-half of respondents said they used two channels to research and purchase products and services, and 30% used three or more. While Internet users were more likely to say they made a purchase in-store at least weekly (65%, versus 14% online), they browsed and research online more frequently (61% at least weekly, compared with 37% in-store).

Tagged as: ATG, Business, Business/Finance, Consumer behaviour, Internet users, Market research, marketing, Product management, purchase products, Technology/Internet, United States